From neighbourhood roots to city-wide scale: growing The Hood with online orders

Through partnership with SMEs like The Hood, Glovo is supporting local restaurants to scale sustainably while maintaining a strong cultural identity.

In Tunisia’s competitive culinary landscape, small and medium-sized enterprises (SMEs) often face a choice between maintaining a local identity and achieving commercial scale. For Samer Rabii, manager of The Hood, the solution lay in bridging the gap between a brand rooted in “the neighborhood” and a high-tech delivery ecosystem. Since its founding in 2016, The Hood has grown from a passion project inspired by urban hip-hop culture into a thriving network of four points of sale, driven by a strategic partnership with Glovo.

The brand’s identity is deeply connected to its community, yet Samer recognized that physical foot traffic alone would not reach the business’s full potential. Since establishing a digital presence, the impact on The Hood’s bottom line has been transformative. The partnership now represents approximately 30% of the brand’s total turnover, providing the financial stability necessary to reinvest in the business and expand its footprint across the city.

To manage this increase in demand without compromising quality, The Hood has introduced specialized roles, including a dedicated order coordinator who manages the interface between the kitchen and couriers. Additionally, kitchen staff are organized into specific “garnishing” teams focused exclusively on delivery orders. This structured model ensures that the high-volume demand from the platform is met with the same precision as in-store service.

This operational efficiency has created a foundation for menu innovation. While The Hood is recognized as a local reference for the Makloub, a traditional Tunisian stuffed flatbread, the stability of their digital revenue has allowed them to experiment with new concepts, such as a Shawarma-stuffed Makloub. This blending of traditional flavors with modern street-food trends reflects a business that is evolving alongside its customer base.

"The partnership is growing with us, and we are growing with it."

Samer Rabii, Manager, The Hood

By providing the tools for data-driven growth and a reliable logistics engine, Glovo is enabling local entrepreneurs like Samer to scale their businesses while staying true to their cultural roots.

Such collaborations show how digital platforms can act as economic amplifiers for the hospitality sector.